It was inevitable. The high/low phenomenon of luxury fashion mixing with mass market design has filtered into our beverages. This year, Pellegrino unveiled its limited edition Missoni bottle. Karl Lagerfeld (gasp!) collaborated with Coca-Cola for a special soft drink bottle as well.
This week, Evian presented this year's designer bottle with Issey Miyake. This is the fourth of the luxe water company's collaborations with fashion designers. Christian Lacroix, Jean-Paul Gaultier and Paul Smith were water stars before him.
I must say, seeing Missoni's signature variegated zigzag and Karl's iconic silhouette, I am a little disappointed in the simple Miyake flower bottle. It doesn't read as an Issey Miyake design product; just a pretty bottle. Perhaps if they pleated the glass, or deconstructed the cap in some way?
"I never drink water. I'm afraid it will become habit-forming. " -W. C. Fields